Breaching Boundaries

Ethics:

The Health/DM boundary

p. 1

The Health/DM boundary

Business Summit by BDMA-Mechelen 18/11

Pierre De Nayer, Partner, Citobi

Citobi’s (1to1)«Concept Car »

( For Pharma)

p. 2

« If we can do this, we can do anything…. »

Personnal Health Management: a heavy trend

3

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Imagine your cell phone is used to collect some

health related data…

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…and that your physician is associated in the

process

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One Step Furtherin breaching the boundaries…

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Adherence to treatment: A major health issue

�Costing >USD 200 Billions a year to US Health (TC: USD 1,7 Trio )

�US: 125 000 deaths per year

�Annual cost to pharmaceutical companies : >30 USD Billions

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Annual cost to pharmaceutical companies : >30 USD Billions

�WHO: The most pressing healthcare issue in the western world.

Benchmark? Health services companies

spent USD >3 billion on direct marketing

advertising in 2009 (Source DMA)

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The advent of PERSONALIZED medicine

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e-Compliance Platfom based on device fit for purpose

Smartsticker™

� Fits in real-life treatment process

� Patient can easily stick it to blistered drug

� No prior deblistering required

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� No constraint for practical use by patient

� Reliable material

� Adaptable to 95% of blister formats

� Can be integrated in simple logistical flow

SCORES: Linking Health & Communication

� Exceptionally detailed individual compliance reports

� For their patients treated with your drug

� In pdf format for convenient reading, printing and saving

� Branded with your product / company

� In the form of a service,

not a study…

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SCORES as therapeutic toolFROM REAL-LIFE

EXAMPLE

“Mr Smith regularly

forgets his

medication, then

compensates by

taking a double or

even triple dose.

This could explain

some of his side

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some of his side

effects.

This compliance

issue should be

addressed prior to

considering second

line treatment.”

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SCORES as therapeutic toolFROM REAL-LIFE

EXAMPLE

“Daily variations

in Mrs. Jones’

intake pattern are

worrisome, and

lead to

omissions.

Patient needs

adequate support

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adequate support

to ensure proper

drug intake prior

to considering a

change in dosage

or a switch.”

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Get your compliance report on your cell phone…

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Typical content:� What is your “adherence”

profile and how you can improve it

� How to handle your disease/condition?

… And (personalized) more in-depth content by post.

disease/condition?

� What is a Smartblister, and why does your doctor propose you one?

� How to use your Smartblister

� Processing of your personal data

p. 14

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Tailor-made, self-adhesive, Attached micro-chip records

precise date and time of each

Just to summarize how it works (1/2)

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Tailor-made, self-adhesive,

strip is applied to back of

drug blister

precise date and time of each

tablet extraction

Data is read in centrallyCompliance report is produced

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@@

@

Just to summarize how it works (2/2)

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CRM platform & database

1.As requested in leaflet, patient activates kit by sending SMS with kit identification code

2.Patient is reminded per SMS to return Smartblister if applicable

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Results/ Take aways…

� Health Related Objectives

� ROI: The forbidden word

� Are we saving lives? Maybe.

� Did we improved the quality of life of patients? Certainly!

And a lot!

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� Marketing and Sales objective

� Impact on corporate branding

� Impact on relationship with physicians

� Impact on consumer trust

� Calculate yourself the ROI: A cancer live saving drug is

costing up to 40 000 USD a year (to…you, the taxpayer).

Imagine now the patient has only a 50% adherence to

treatment. p. 17

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One Step Further…How will our next (1to1)

« Concept Car » looks like?…

2009-08_v05p. 18

Just ask us…

Pierre De Nayer, Partner, Citobi+32 478 554 667pierre.de.nayer@citobi.com or denap@citobi.com